The Fine Differences

The trend towards e-commerce has not bypassed B2B buyers either. According to a study by Sana, half of the buyers use online shops for procurement, almost doubling compared to 2019 (28%). However, merchants face different challenges compared to selling to end customers. On the one hand, they need to scale faster as larger quantities are often ordered. On the other hand, B2B orders are often more complex, as companies typically have to adhere to more policies and standards than individuals. Therefore, B2B shops need to focus on good presentation and adequate explanations without overwhelming with too much information.

Despite the differences, buyers now have the same high expectations for B2B e-commerce. The shopping experience should be smooth and straightforward. Processes such as reordering previous orders or transparent returns should be standard, but that is far from the case. In fact, 94 percent of surveyed B2B buyers experience issues with online shopping that could have been avoided through better communication. Consequently, problem resolution often requires contacting customer service.

Especially in this context, customer relationships must not be neglected in B2B e-commerce. This relationship does not end with product purchases but requires maintenance, especially in the after-sales cycle. Thus, a well-thought-out return process becomes a key to success.

Automation for More Efficiency and Customer Loyalty

ELTEN, a leading manufacturer of safety shoes, has embarked on the systematic digitization of all processes related to returns and complaints management in collaboration with Trusted Returns. The major challenge was that ELTEN sells to both businesses and individuals. Therefore, the processes must be highly scalable while remaining as simple and transparent as possible.

The implemented self-service platform allows for the separation of returns and complaints. Customers can submit their issues online and receive a shipping label or QR code for returns in the case of revocations. This ensures that the data is available electronically even before the package arrives. This enables quick and efficient processing since the logistics department is already informed in advance about incoming packages and can easily associate them with existing customer accounts and invoice information. The processes are fully automated, leading to a reduction in the workload of customer service and providing customers with faster service.

In the case of a complaint, customers can upload photos and submit their complaints in writing. This allows for a preliminary check to determine if there is an obvious material defect, initiate a refund, and enable the customer to dispose of the product themselves. ELTEN only requests to send the shoes for manual inspection in cases of doubt, leading to a significant reduction in products sent unnecessarily.

"The feedback from customers regarding the platform is largely positive. Customers appreciate the speed and simplicity of the process and praise the transparency and communication," says Patrick Appe, Head of E-Commerce at ELTEN. "The platform has improved customer loyalty and satisfaction because customers appreciate the speed advantage of the self-service approach."

Humanity as a Buying Reason

In B2B e-commerce as well, customers expect a consistently positive buying experience. Maximum automation and transparent processing can differentiate online shops from competitors and increase customer satisfaction. A holistic approach from order to return is essential for future success. Efficient and automated processes can handle returns quickly and in a way that customers can understand. This also relieves customer service, which can then focus more on building relationships with large customers or handling exceptional cases. As the study shows, even in B2B purchasing, humanity counts online: 84 percent would prefer a provider with whom they have a very good relationship, even if the conditions were less advantageous.